Every viral-content guide teaches the same move: find a trend, copy its shape, insert yourself. It works, for a face. It does not work for a store, because the trend has nothing to do with what you sell and the audience it brings does not buy.
The e-commerce version of that move is different, and it is stronger: find one number that is true, specific, and that your competitor cannot claim. Then render it well enough that people stop.
This is the playbook we use for BoostEcom itself.
1. The number is the whole post
Not the design. Not the hook. The number.
A claim performs when it is verifiable and uncomfortable to ignore. "We help you grow" is neither. "Our scanner reads 386 REST endpoints and every figure on this page is derived from the repository" is both: it is checkable, and it implies something about how we work that a competitor would have to match rather than repeat.
Where to find yours, in order of how fast it pays:
- Something you measured and nobody publishes. A delivery time, a return rate, a restock delay. Your dashboard has a dozen.
- A constraint you accept that others do not. "We refuse X" is a claim with a spine. It costs something, which is why it is credible.
- A comparison you can source. Read the fact on their public page, note the date, and say where it came from. A sourced comparison is defensible; an unsourced one is a lawsuit with good engagement.
Never invent the number. A rounded-up figure is the cheapest way to lose the only asset this playbook builds, which is that people believe you.
2. Render it, do not design it
One input, six outputs.
Take the claim, pick Hook + proof or Stat card in the Composition mode, and write one line per field:
Every figure on our pricing page is derived from the code
Not typed by hand, not reviewed quarterly
A number that drifts breaks the build
Render it in reel-9x16 for vertical feeds, landscape-16x9 for
YouTube and LinkedIn, square-1x1 for the grid, og-1200x630 for the
link preview. Same claim, four surfaces, no redesign.
This is the step where the deterministic engine pays for itself: your number renders correctly in all four, because it is typeset rather than generated.
The cost: a Composition render is billed at zero on the ledger. It runs on a GitHub Actions runner, whose minutes are not in the credit system. That is not a promotion, it is an accounting fact, and it is why this playbook starts with Composition rather than with a video model.
3. Add motion only where motion earns it
A still claim is enough for a link preview and a grid. A feed rewards movement.
So: Video mode, one action, five seconds, a start frame. Use the Composition render you just made as the start frame. You get your exact typography, animated, instead of a model's approximation of it.
If the motion adds nothing you can name, skip it. A static post that says something beats a moving post that says it worse.
4. Ship it, and keep the proof
Draft to your channels from the cockpit rather than exporting and uploading. The point is not convenience: it is that a render which left the building has a published URL, and a URL is the only thing that distinguishes "we posted this" from "we made this".
In our own system, "published" is a state that requires an observed public URL. Nothing marks itself published because it was scheduled. Hold yourself to the same rule.
5. Measure what came back, not what felt good
Impressions are not a measurement. Nothing in our stack even records one, on purpose: we do not know how to observe an impression honestly, so we do not store a number that pretends we do.
What is worth counting:
- a confirmed signup that can be traced to the post;
- a real send that followed from it;
- a reply from someone who read the number and wanted the method.
Three of those beat thirty thousand views, because each one is a person who believed a specific claim.
6. Repeat per pillar, not per platform
The mistake is to run this playbook once and then chase reach. Run it once per pillar of your business, and the week fills itself:
| Pillar | The number that proves it | |---|---| | Product | A sourcing or quality constraint you actually enforce | | Logistics | A delivery or restock figure you measured | | Support | A response time, or a policy you refuse to bend | | Price | What you do not charge for, and why |
Four pillars, four claims, four Compositions, six formats each. That is a month, and none of it is invented.
What to do first, today
Open your dashboard, find one number you have never published, and run step 2 on it. If it renders and you would defend it out loud, it is a post. If you hesitate, it was not a claim, it was a slogan.